Ad execs hope provocative slogan gives 'kick' to Ky. tourism

State officials not impressed by unofficial ad campaign

The creators of a new Kentucky tourism campaign didn't seek approval from state officials before launching their efforts, but they wouldn't have gotten it, anyway.

Three ad executives calling themselves "Kentucky for Kentucky" have launched an unofficial campaign to replace the state's official marketing slogan, "Unbridled Spirit," which they say conveys nothing meaningful about the Bluegrass State, with the more provocative slogan, "Kentucky Kicks Ass."

They've produced T-shirts, stickers, a logo and a print advertisement campaign that so far hasn't run, according to Ad Week.

The campaign was created by ad executives Whit Hiler of Cornett-IMS and Griffin VanMeter of Bullhorn, both of Lexington, and Kent Carmichael of Energy BBDO in Chicago.

Despite their efforts and Kentucky ties, state officials basically told them, "Thanks, but no thanks."

"We certainly would not sanction or endorse that phraseology," state tourism department spokesman Pat Stipes told USA Today. "These guys are Kentucky natives and they love the state. But they have a different constituency. Which is no one."

But someone is paying attention, because their video has received more than 54,000 views, and the team said it raised more than $112,000 last year in an attempt to get its "Kentucky for Kentucky" ad aired during the Super Bowl.

The print ad campaign promotes Kentucky as the birthplace of fried chicken, cheeseburgers and "possibly even bacon."

The ads also claim the state has more bourbon barrels than people, in addition to promoting Kentucky's outdoor attractions.